The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.
Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.
The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.
Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.
Turns out there's plenty of actual science in political science, and Issenberg's first full-length book shows how it's being deployed with increasing sophistication in nearly every significant election. Born from an aptly titled e-book, Rick Perry and His Eggheads, this bipartisan examination of behavioral science and high-level campaign strategy takes the Moneyball approach to the clashes between polling strategists' quantitative methodologies of get-out-the vote and the gut-level instincts of old campaigners. Issenberg's early history of political data collection and data-crunching, from the 1920s to the mid 1960s, is particularly deft. There are closely drawn portraits of generally unknown number crunchers and hidden strategies, including the behavioral insights of Todd Rogers, whose Analyst Institute gave rise to a sophisticated persuasion and get-out-the-vote infrastructure for Barack Obama's 2008 presidential campaign, and the approach of Dave Carney, whose explorations of Republican voter behavior guided races from George H.W. Bush's 1992 loss to Rick Perry's successful Texas gubernatorial race. Issenberg's thorough analysis of the transformation of the smoke-filled campaign backroom to a data-rich network would delight a budding political statistician. However, only the most hard-core political junkies will find book-length resonance in discussions of research methods and software development for political ends. Agent: Larry Weissman, Larry Weissman Agency. (Sept.) (c) Copyright PWxyz, LLC. All rights reserved.
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September 11, 2012
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